摘要
中医药文化品牌建设对提升中医药文化产业竞争力、促进中医药文化传承创新、增强民族自信和文化认同等具有重要意义。本文选取中医药行业的知名品牌片仔癀为案例,基于态势分析方法(SWOT),结合文本分析和实地调研,对品牌化建设中的内外部优势、机遇和挑战等因素进行综合分析。研究发现,片仔癀品牌内涵丰富,在市场定位、营销模式和技术能力上具有显著优势,但"一核两翼"战略实施存在掣肘因素。在政策、区位和消费层面的利好机遇及价格管控风险下,应当注重文化内涵挖掘和营销模式创新,加强中西医结合,以助推中医药文化更好地"走出去"。
The brand constructionof Chiese medicine culture is of great significance to enhancing the competition capability of Chinese medicine culture industry,promoting the inheritance and innovation of traditional Chinese medicine culture and enhacing national confidence and cultural identity.This paper takes Pien Tze Huang,the well-known brand in Chinese medicine industry,as the case,and adopts the text analysis and field investigation method,comprehensively analyzes the company’s internal and external advantages,opportunities and challenges on branding construction by using the SWOT analysis tool.The research shows that Pien Tze Huang has a rich connotation and has extraordinary advantages in market positioning,marketing mode and technology research and development,but there are constraints on the implementation of the"one core,two wings"strategy.Under the circumstances of favorable opportunities in policy,location and consumption but risks in price control,Pien Tze Huang industry should excavate its cultural connotation,innovate the marketing mode,strengthen the combination of Chinese medicine and western medicine,hence promote the Chinese medicine culture"going global".
作者
林剑
邱佳玲
LIN Jian;QIU Jialing(Tan Siu Lin Business School,Quanzhou Normal University,Quanzhou 362000)
出处
《科技促进发展》
2021年第2期260-266,共7页
Science & Technology for Development
基金
福建省教育厅海峡两岸职业教育水平评价专项重点A类课题(JASA1905):非遗视角下闽台职业教育交流合作影响因素——基于扎根理论的分析,负责人:林剑
关键词
中医药文化
品牌建设
片仔癀
Chinese medicine culture
brand construction
Pien Tze Huang
作者简介
通讯作者:林剑,博士,副教授,研究方向:文化产业与人力资源开发。
